Authorized Advertising & Consulting
What are probably the most overused phrases in regulation agency press releases?
Press releases with “an excessive amount of fluff” might lose credibility with reporters and harm possibilities of showing in on-line searches powered by AI, in keeping with the worldwide communications agency Infinite.(Illustration from Shutterstock)
Legislation corporations are excited, delighted, proud and thrilled to announce their newest information in a press launch.
And that’s a part of the issue, in keeping with an evaluation of 479 business-of-law press releases by 238 U.S. and U.Ok. regulation corporations by international communications agency Infinite.
Eighty-three % of the press releases had at the least one among these overused phrases, the research discovered:
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Main
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Greatest
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Most
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Happy
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Excited
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Delighted
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Proud
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Excellence
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Thrilled
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Largest / Revolutionary (tie)
Infinite affiliate director Matthew Gilleard says moderation is essential as a result of overuse erodes impression. “So we advise shoppers to deploy your pleaseds and thrilleds properly,” he says in a press launch.
Infinite author Andrew Longstreth factors out {that a} press launch with an excessive amount of fluff dangers shedding credibility with reporters and normal counsel. Fluff may diminish the prospect {that a} press launch will seem in on-line search outcomes powered by synthetic intelligence.
The research is predicated on press releases gathered by Infinite between June 2024 and June 2025 from U.S. and U.Ok. company corporations of all sizes. The dataset of almost 200,000 phrases was analyzed for overused phrases and phrases in every jurisdiction and distribution by subtopic.
The research notes some regional variations. U.S. regulation corporations have been extra prone to take a extra conversational tone, utilizing phrases like “happy” as a substitute of “delighted,” a phrase favored by U.Ok. corporations. U.S. regulation corporations additionally favored phrases similar to “honored,” “greatest” and “elite” extra usually than U.Ok. corporations.
Press releases with the very best diploma of jargon centered on partnerships with different organizations, awards and recognition, regulation agency initiatives, workplace strikes and expansions, and hiring and promotions. Press releases used much less jargon when coping with range, fairness and inclusion and with professional bono work.
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